contents turku brand manualthe turku brand manual defines the overall brand of the city and explains...

Contents

Introduction

What is a brand?

Foundations of the Turku

brand

Turku brand

persona

This is what Turku looks like

Contacts

Summary of the Turku brand

1

Turku Brand Manual

Ve

rsion

08/2019

Contents

Introduction

What is a brand?


brand

Turku brand

persona


Contacts


ContentsIntroduction 3We are all representatives of Turku .................................... 4

What is a brand? 5The definition and significance of a brand ......................... 6

Foundations of the Turku brand 7It’s good to build on solid foundations. Even brands. ........ 8

History .............................................................................. 9

Maritime environment ..................................................... 10

Culture ........................................................................... 11

Education, research and business .................................. 12

Turku brand persona 13What is Turku like? .......................................................... 14

This is what Turku sounds like ........................................ 15

Summary of the Turku brand 16Levels of the Turku brand ............................................... 17

An evolving 800-year-old ................................................ 18

This is what Turku looks like 19 Use of the emblem ......................................................... 20

Colours ........................................................................... 23

Typography ..................................................................... 24

Use of images ................................................................ 25

Contacts 26

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Introduction

What is a brand?


brand

Turku brand

persona


Contacts


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Introduction

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Introduction

What is a brand?


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We are all representatives of TurkuThe Turku brand is made up of the actions of us all, and the related communications and marketing efforts. Our actions, in turn, are guided by the choices, values and vision of the Turku City Strategy 2029.

According to our vision, Turku is a boldly evolving European university city that is full of culture and where people have a safe environment in which to live and prosper. People don’t ask you any more if you were born at Heideken. We want all the residents of the city of Turku to feel themselves as Turku citizens. Being a Turku resident is best time of one’s life.

The Turku Brand Manual defines the overall brand of the city and explains what Turku looks and sounds like. It helps us communicate about Turku in a uniform manner, achieve our common goals and build an even stronger Turku brand.

All employees of the city are brand ambassadors of the city, and the residents of the city view it through their actions. This is why it is important for our brand ambassadors to read through this manual carefully. The manual provides us with the tools to build a uniform brand.

Minna Arve,Mayor of the City of Turku

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Introduction

What is a brand?


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Turku brand

persona


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What is a brand?

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Introduction

What is a brand?


brand

Turku brand

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The definition and significance of a brandThe word ’brand‘ has its origins in the practice of cattle ranchers branding their livestock with branding irons. The word has become a marketing concept used to refer to a product that is distinguished from its competitors by its physical and immaterial characteristics. Cities are also brands.

Brands typically evoke strong emotions related to values and personality that truly distinguish the brand from its competitors. It must be noted that, in addition to communications, brands are created by actions.

All employees of the city develop the Turku brand in their daily work.

Photo: ©iStockphoto

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Introduction

What is a brand?


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Turku brand

persona


Contacts


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Foundations of the Turku brand

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What is a brand?


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Photo: ©Seilo Ristimäki

It’s good to build on solid foundations. Even brands.The history of the maritime city of Turku is visible wherever you look. New ideas and trends have entered Finland through Turku since the 13th century. Turku’s long history and its pioneering position has made it a city of education and culture, which can today be seen in the city’s diverse expertise and events.

Our beautiful and eventful city is interesting to its residents and attractive to tourists. New professionals graduate from our universities and educational institutions every year. Our multicultural city is compact, homely and safe. Everything is close by in Turku.

The cornerstones of the Turku brand are its history, maritime environment, culture, education, research and business.

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HistoryHistory is wherever you look in Turku.

Turku is Finland’s oldest city. European ideas regarding culture, science, religion and politics first arrived in Turku before spreading to the rest of Finland.

1276 The oldest school in Finland, Katedralskolan i Åbo

1543 The first alphabet book in Finnish, “Abckiria” by Mikael Agricola

1562 The first fork in Finland used in the royal court of Turku Castle

1640 The first university in Finland, Royal Academy of Turku

1747 The first established orchestra in Finland, The Royal Academy Orchestra

1838 Finland’s oldest theatre, Åbo Svenska Teater

1970 The oldest annually arranged rock festival in Finland, Ruisrock

2019 The first urban funicular railway in Finland

HISTORY

Photo: ©Tiia Suorsa

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Photo: © Esko Keski-Oja

Maritime environmentThe capital city of the world’s most beautiful archipelago.

The maritime brand of Turku is made up of its archipelago, the delightful Aurajoki riverbank, marine residence, the centuries-old ship industry, ferries to Sweden and iconic events such as the Tall Ships Races.

The 40,000 islands and islets of the Archipelago Sea are an attractive tourist destination all year round. The nearest inhabited islands can be accessed by bridge, and ferries transport people to those that are further away.

Turku is actively engaged in the conservation of the Baltic Sea. The city actively implements the Baltic Sea Action Plan, which consists of more than one hundred actions in cooperation with the City of Helsinki.

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CultureTurku is a colourful city of culture.

The numerous events, concerts, theatres, museums and restaurants in Turku’s city centre create a unique urban culture.

Logomo centre for culture opened in 2011 when Turku was the European Capital of Culture. Logomo continues to house hundreds of professionals from creative industries.

More than 50 feature films and a variety of TV series, short films, animations and documentaries have been shot in the Turku area since the turn of the century.

Turku is known as the birthplace of Paavo Nurmi, and it’s an active city of sports. We encourage all our residents to exercise, and we offer an excellent environment for amateur as well as professional athletes.

Foodies can enjoy high-quality local ingredients and a wide variety of top restaurants in Turku.

Photo: ©Sanna Moisala

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Education, research and businessEffective networking.

Turku Business Region is a world-class innovation hub with

approximately 22,000 businesses and six universities as well as

a wide variety of educational institutions. One in four residents of

Turku are students.

The success of Turku is based on a diverse economic structure and

cooperation between universities, businesses and the public sector.

Continued success is guaranteed by making the Turku Science Park an

even more attractive campus and innovation hub in the Kupittaa area.

Our leading industries are:

• CleanTurku (bio and circular economies and cleantech)

• HealthTurku (health and well-being)

• ExperienceTurku (movies, games, tourism)

• MaritimeTurku (maritime industry)

• TechTurku (manufacturing and technology industries)

SCIENCE

Photo: ©Turku Science Park

EDUCATION

CONNECTIONS

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Turku brand persona

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Photo: ©Seilo Ristimäki

What is Turku like?Turku is a city of opposites and encounters.

Turku is a unique melting pot of history and the future, beauty and simplicity, internationalism and local identity as well as sophistication and folk culture.

Turku evokes strong emotions. All Finns feel something whenever Turku is mentioned. Therefore we have a clear advantage over people’s hearts. In Turku every inhabitant of the city is a Turku resident. We tell our guests that being a Turku resident is best time of one’s life. We are sincerely proud of coming from Turku.

If Turku placed an ad looking for a date, it might read like this: “A well-educated, almost 800-year-old pioneer is looking for new partners and things to experience and learn together. I enjoy the riverbank of the Aurajoki river, the Archipelago Sea as well as international environments. Yours, Åboriginal”

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What is a brand?


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This is what Turku sounds likeTurku’s tone of voice is casual, pragmatic and uncomplicated.

We use friendly, easy to understand and simple language according to the recipient, channel and situation in question. The city’s employees are, of course, allowed to express themselves when interacting with the city’s residents and tourists. The most important aspect is to act according to our policies in a friendly and respectful manner while listening to the customer, also in Swedish. Bilingualism and multiculturalism provide Turku with great resources and cultural richness.

Our tone of voice is bolder in marketing contexts. It’s confident, ironic and mildly humorous. Our tone of voice is characterised by slogans that work on

many levels, such as:

• More history is made today.

• Not everyone is born in Turku, but luckily you can move here!

• The (b)oldest city in Finland

• Urban legends since 1229

• Old Town but pretty funky

Photo: ©Minna Kankare

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Introduction

What is a brand?


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Levels of the Turku brandThe Turku brand consists of four levels that form the core of the brand.

The first level consists of the most important physical characteristics* of the brand. The second level indicates the key advantages of these characteristics. The brand’s values and persona are on the third and fourth levels of the brand, respectively. These levels form the core of the Turku brand. Instead of being a mere slogan, it is the key principle of our marketing efforts and activities.

*The characteristics of the Turku brand are based on internal and external studies.

Characteristics

History, Sea and archipelago, Culture, Universities, Compact size, Aurajoki riverside, Eventful,

Gateway to the West, Diverse, Nature

Advantages

Interesting, Beautiful, Vivid, Attractive, Competent workforce, Safe, Cosy, Daily life partner, Participatory,

Something for everyone, Business-friendly, International

Values

Acceptance, Cooperation, Reform, Resident-orientation, Responsibility

Personality

An evolving 800-year-old, growing stronger every year.

Turku – The Best Times

CORE


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An evolving 800-year-old The City of Turku celebrates its 800th anniversary in 2029. Pioneers like us need to be bold. Although we are deeply rooted in our history, our gaze is focused on the future. For example, we have set for ourselves the ambitious goal of becoming a carbon neutral city by the time of the anniversary.

The world is changing, and so is Turku. On our strong foundations, we can build what is familiar and safe as well as new and never before seen. We want our residents, businesses and tourists to have the best possible time in Turku.

For this reason, the core of our brand is: Turku – The Best Times.


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Summary of graphic guidelines

Browse the graphic guidelines in their entirety here (in Finnish)

http://www.turku.fi/sites/default/files/atoms/files/graafinen_ohjeisto_paivitetty_131016.pdf

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What is a brand?


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Use of the emblem

COMPACT OR OUTLINED VERSION?

The compact version is the ideal option for large sizes and on white or extremely light and calm backgrounds.The outlined version is suitable for smaller sizes and on colourful backgrounds.We recommend using the outlined version in negative emblems.

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Introduction

What is a brand?


brand

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Use of the emblem

MARGIN

The margin of the emblem is equal to the height of the crown in all dimensions. This applies to all versions of the emblem.

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Introduction

What is a brand?


brand

Turku brand

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Use of the emblem

MINIMUM SIZES

The minimum sizes of all versions of the emblem are described below each version.There are two varieties of the vertical Turku-Åbo emblem.

Min 20 mm / 94 px

Min 24 mm / 100 pxMin 16 mm / 60 px Min 16 mm / 60 px Min 16 mm / 60 px

Min 16 mm / 60 px Min 16 mm / 60 px Min 16 mm / 84 px

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Colours

CMYK C100 M56 Y0 K0

RGB R25 G72 B137

HEX #006bb6

PANTONE 293C

CMYK C0 M18 Y83 K0

RGB R255 G194 B51

HEX #ffc233

PANTONE 122C

CMYK C80 M0 Y0 K0

RGB R0 G172 B239

HEX #00aeef

PANTONE 2995C

CMYK C0 M100 Y80 K0

RGB R237 G26 B59

HEX #ed1a3b

PANTONE 199 C

CMYK C0 M100 Y30 K0

RGB R237 G12 B110

HEX #ed0c6e

PANTONE Pantone Rubine Red C

CMYK C49 M0 Y25 K0

RGB R125 G205 B200

HEX #7dcdc8

PANTONE 325 C

CMYK C0 M0 Y0 K100

RGB R0 G0 B0

HEX #000000

PANTONE Black C

CMYK C0 M0 Y0 K0

RGB R0255 G255 B255

HEX #f f f f f f

CMYK C0 M75 Y100 K0

RGB R242 G101 B34

HEX #f26522

PANTONE 166 C

CMYK C24 M17 Y27 K0

RGB R195 G196 B183

HEX #c3c4b7

PANTONE 7537 C

CMYK C80 M0 Y65 K0

RGB R0 G169 B122

HEX #00a97a

PANTONE 3405 C

CMYK C0 M0 Y0 K85

RGB R64 G64 B64

HEX #404040

PANTONE Cool Gray 10 C

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Introduction

What is a brand?


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Typography

The typeface used by the City of Turku is Helvetica Neue and its different styles. If Helvetica Neue cannot be used in digital materials or online environments, for example, the Arial typeface should be used instead.

Helvetica Neue LT Std Light

Helvetica Neue LT Std Roman

Helvetica Neue LT Std Medium

Helvetica Neue LT Std Bold

Arial RegularArial Bold

Helvetica Neue

Arial

Helvetica Neue LT Std Light Italic

Helvetica Neue LT Std Italic

Arial ItalicArial Bold Italic

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Introduction

What is a brand?


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Contacts


Photo: ©Katariina Salokannel

Use of imagesIn its communications, Turku uses images that people can relate to. The images contain well-known locations, authentic emotions, real people, daily life, celebrations and events that often contain opposites and encounters according to the brand.

Photo: ©Seilo Ristimäki Photo: ©Laura KemppainenPhoto: ©Tiia Suorsa

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Introduction

What is a brand?


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Contacts

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What is a brand?


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For more information, contact the brand managers of the City of TurkuJuha EloHead of Marketing Central Administration, Communications and Marketing [email protected] +358 (0)50 559 0641

Saara MalilaDirector of Communications Central Administration, Communications and Marketing [email protected] +358 (0)44 907 5710


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CENTRAL ADMINISTRATIONCity Development Group

Communications and Marketing

Layout: Laura Sarlin, City of Turku

contents turku brand manualthe turku brand manual defines the overall brand of the city and explains...

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